Date post: | 13-Apr-2017 |
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Mobile |
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#SMX #25C @lfedson
Luke Edson, SVP National Markets, YP
CONVERTING THE MOBILE USER
#SMX #25C @lfedson
#SMX #25C @lfedson
Local mobile advertising will continue to be an important part of the media mix2.
Mobile has changed the game
32%
68%
2013
43%
57%
2018
National Local
Mobile will account for more than half of digital ad spending in 2015 – and 72% by 2019.1 1. E-marketer, March 2015
2. BIA/Kelsey, “US Local media Forecast 2015 Update, April 22, 2015 YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
#SMX #25C @lfedson
Mobile is dominated by search
Native/Social 13%
Video 8%
SMS 3%
Search 51%
Display 26%
Local Share of Mobile Ad Formats1
It’s all about location, relevance and timing
78% of searches on mobile phones for local products and services resulted in a local purchase2
1. BIA/Kelsey, “US Local media Forecast 2015 Update, April 22, 2015 2. eMarketer U.S. Spending forecast Q2 July 2014 YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
#SMX #25C @lfedson
Search fragmentation is caused by the zigzagging consumer who is continuously shifting focus between immersion and navigation
Mobile search has changed the consumer journey
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
#SMX #25C @lfedson
Discovery and immersion activity has fragmented, splintering off into niche, app-based environments.
Consumer search is fragmenting
50% of searchers do NOT use a major search engine. 1
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
1. IDC “Local Search: Unleashing Opportunities for National Brands”, September 2015, commissioned by YP
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
#SMX #25C @lfedson
Google Microsoft Twitter Yahoo YP Other
Jan-13 Jan-14 Jan-15
Fragmentation leads to opportunities % of YP Searches on Mobile devices1
41% 63%
2014 U.S. Mobile Search Net Revenue Share2
1. Internal Data. 2012-2015 2. IDC U.S. Mobile Search Net Revenue Share by Vendor, 2014
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Jan 2013 Jul 2015
46%
11% 10%
8%
7%
18%
#SMX #25C @lfedson
Opportunities to drive conversions
7
29%
50%
51%
58%
58%
63%
0% 20% 40% 60% 80%
Get opinions from friends
Find expert or customer reviews
Find specifications or details
Find coupons / deals
Find local prices
Find local locations that carry a nationally branded product or service you want
Survey Question: For each of the activities discussed in the last question, which ones would you do on a smartphone?
Local searchers use multiple devices But, the smartphone is a commonly used device across most of the local search activities surveyed.
Recent Local Search Activities on Smartphones1
1. IDC “Local Search: Unleashing Opportunities for National Brands”, September 2015, commissioned by YP
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
#SMX #25C @lfedson
Mobile Searchers Convert on their devices
Marketers are looking for ways to expand their reach, increase exposure in local markets, and drive conversions to meet and exceed campaign objectives
1.4 Billion Mobile impressions1
2.5x higher CTR on mobile vs web1
74 Million Mobile Clicks1
320k calls per day generated by searches on YP via mobile devices2
1. YP Internal Data – July 2015 2. YP Internal Data
YP follows industry-standard privacy practices in its use of targeted advertising and YP consumers are able to manage the use of their collected information by opting-out of retargeted advertising. YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
YPSM app and mobile web drive more than three calls to a local business every second
#SMX #25C @lfedson
YP℠ Audience Cartography tracks conversions
Mobile Searchers Convert with their feet
Store Visits1 ~2M
Home Work
1. YP Internal Data – 2015
YP follows industry-standard privacy practices in its use of targeted advertising and YP consumers are able to manage the use of their collected information by opting-out of retargeted advertising. YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
#SMX #25C @lfedson
Large Media & Communications Company
Challenge: Connecting with consumers when they move to a new location Solution: Utilize Cross Device Retargeting to target YP searchers in categories related to moving (moving & storage, furniture, real estate, utilities)
Results: § Delivered over 4M highly targeted impressions over an
8 week period § 40% Calls to Sales Conversion*
*based on client data Results will vary dependent upon individual campaigns, categories and geographies. Past performance is no guarantee of future results. Under no circumstances may this data be used to project individual results, which will vary depending on factors like category and geography, as well as factors unique to each business and/or advertising campaign. YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Cross device retargeting delivers calls
CASE STUDY
#SMX #25C @lfedson
Top CPG Brand
Client objectives: Drive impulse buyers to download a coupon and redeem in-store
Results: Campaign’s performance exceeded all expectations § 13% lift in CTR was gained by adding brand logo to ad copy § Top-performing ad copy achieved 0.56% CTR § Mobile with full browser delivered highest CTR - 0.74% average
Solution § 700 keywords with a link to a downloadable coupon § Execute a national campaign
Mobile search delivers coupons
Results will vary dependent upon individual campaigns, categories and geographies. Past performance is no guarantee of future results. Under no circumstances may this data be used to project individual results, which will vary depending on factors like category and geography, as well as factors unique to each business and/or advertising campaign. YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
CASE STUDY
#SMX #25C @lfedson
Auto Group
Client objectives: A leading motor oil company in partnership with a large auto dealership group needed to drive users to dealership locations for oil changes. Solution: Applied Audience Cartography principles in conjunction with a strong offer and call to action to target the right audience and drive conversions
Results § Impressions served: 15MM § Users engaged: 1MM § Store Visit Lift: 15X
Results will vary dependent upon individual campaigns, categories and geographies. Past performance is no guarantee of future results. Under no circumstances may this data be used to project individual results, which will vary depending on factors like category and geography, as well as factors unique to each business and/or advertising campaign. YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Mobile display delivers store visits
CASE STUDY
#SMX #25C @lfedson
1. Based on campaign data
Results will vary dependent upon individual campaigns, categories and geographies. Past performance is no guarantee of future results. Under no circumstances may this data be used to project individual results, which will vary depending on factors like category and geography, as well as factors unique to each business and/or advertising campaign.
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Mobile display delivers store visits
Audience Cartography
Store Visits – Irving, Texas
Under Indexed: § African Americans § Hispanics § Millennials
Over Indexed: § Caucasian § Asian § Generation X § Baby Boomers
Store Visits : Irving, Texas
Store Visitors1
#SMX #25C @lfedson
Local search zigzagging is universal Local searchers zigzag across sites and apps, with multiple devices, from multiple locations
§ Provide the customer an opportunity to engage and interact and support consumers’ needs for content, price comparison, inventory availability, and alternate sources.
§ Consider cross device advertising and present the brand in multiple contexts across a variety of devices.
§ Change the metrics you analyze
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
#SMX #25C @lfedson
Luke Edson SVP, National Markets, YP [email protected] @lfedson
#SMX #25C @AdWeekYP
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.